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Top esports organisation Fnatic signed a new multi-year partnership with online fashion retailer ASOS, which will power an eSports team for the very first time. Under the partnership agreement ASOS’s logo will appear on the front of all physical Fnatic team jerseys, while both companies will also launch various activations.
Fnatic’s CEO Sam Mathews commented on the partnership: “There are no other subcultures in the world that have influenced us more than gaming and fashion. Self-expression, both online and offline, has become a major point of convergence between both audiences. Through this partnership with ASOS, we will empower all gamers to find their unique voice and style, inside and outside of the game. We couldn’t be more excited to be driving this change forward together with ASOS”.
ASOS Chief Growth Officer Robert Birge added: “Gaming and fashion are both passions for young adults and as esports continue to boom, we’re incredibly excited about this partnership. GenZ-ers increasingly express their style in both the physical and digital worlds and this is something we’re excited to fuel. We’re also looking forward to seeing some of the world’s greatest esports athletes wear our name on their Fnatic jerseys at the Worlds in Iceland”.
